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Coevolving betegner en ny forståelse og praktisering af samarbejde
mellem virksomheder. Begrebet, som er taget fra det biologiske begreb
"coevolution", er lidt svært
direkte at oversætte - vel bedst med det noget konstruerede ord
samudvikling.
Begrebet beskrives af Eisenhardt og Galunic:
"At last, a way to make synergies work".
Ledere, der praktiserer coevolving, ændrer rutinemæssigt deres
netværk af "collaborative links - everything from information
exchanges to shared assets to multibusiness strategies.." Det betyder
konstant skiftende netværk af relationer, hvor man udnytter de muligheder
der kan skabe nye synergier, og dropper de kontakter der ikke er af værdi
eller ikke lever op til forventningerne.
Tesen er at synergi opnås ved coevolving, ikke nødvendigvis
som normalt antaget ved samarbejde i traditionel forstand.
Forskellen mellem det traditionelle samarbejde og coevolving (coevolution)
fremgår af tabellen.
| Traditional Collaboration Versus Coevolution |
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Traditional Collaboration |
Coevolution |
Form of
collaboration |
Frozen links
among static business |
Shifting webs among
evolving business |
| Objectives |
Effiency and
economies of scope |
Growth, agility, and
economies of scope |
| Internal dynamics |
Collaborate |
Collaborate and compete |
| Focus |
Content of collaboration |
Content and number
of collaborative links |
| Corporate role |
Execute collaboration |
Set collaborative context |
| Business role |
Execute collaboration |
Drive and execute collaboration |
| Incentive |
Varied |
Self-interest based on
individual business-unit
performance |
| Business metrics |
Performance against
budget, the preceding
year, or sister-business performance |
Performance against
competitors in growth,
share, and profits |
Kilde: Eisenhardt
& Galunic, 2000
Den helt afgørende forskel mellem de to samarbejdsmåder ligger
i den indstilling, man har til at skabe og vedligeholde sit netværk
af samarbejdspartnere. Coevolving eller samudvikling er grundlæggende
baseret på naturens (barske) vilkår - jf. nedenstående
beskrivelse af coevolution.
Omfanget af netværket afhænger af og tilpasses løbende
efter de aktuelle krav til hurtighed, fleksibilitet og effektivitet. Det
kan også udtrykkes på den måde at samudviklende virksomheder
- "velcro organisationer" - går efter resultatet,
ikke efter samarbejde som sådan, og samudvikling etableres og vedligeholdes
kun under forudsætning af at begge forretningsenheder har konkrete
fordele af samarbejdet.
Coevolution
beskriver Eisenhardt & Galunic således:
"The term coevolution originated in biology. It refers to successive
changes among two or more ecologically interdependent but unique species
such that their evolutionary trajectories become intertwined over
time. As these species adapt to their environment, they also adapt
to one another. The result is an ecosystem of partially interdependent
species that adapt together. This interdependence is often symbiotic
(each species helps the other), but it can also be commensalist (one
species uses the other). Competitive interdependence can emerge as
well: one species may drive out the other, or both species may evolve
into distinct, noncompetitive niches. Interdependence can change,
too, such as when external factors like the climate or geology shift.
A classic example of symbiotic coevolution is the acacia tree and
the pseudomyrmex ant species. Ants need acacias for nectar
and shelter. Acacias depend on the ants stinging to protect them from
herbivores. Over time, the acacia has evolved to make it easy for
the ants to hollow out thorns for shelter and to have access to its
flowers. Similarly, the ants have evolved into a shape that makes
it easier to enter the acacia flower. Together, the species are better
off than they would be if they didn't collaborate."
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Co-creation
Produktudvikling - eller bare udvikling - i samarbejde. Udtrykket co-creation
er nok mest anvendt i forbindelse med at virksomheden inddrager kunden
i udviklingsarbejdet (produktudviklingen), men er også det centrale
element i open source softwareudviklingen.
For lidt og for meget samarbejde ...
Brown og Eisenhardt beskæftiger
sig med dilemmaet mellem "collaborative synergies and individual
success". Det er ligesom med Tour de France løbet. Det gælder
om at finde balancen mellem det individuelle løb og samarbejdet
uden at det ene kvæler det andet. Udtrykket "coadaptation"
betegner processen hvor "systems of related agents take mutual advantage
of each other in order to change more effectively, yet still be adaptive
in each agent's particular situation. For example, any particular animal
in a species can adapt to its own surroundings, but it can also learn
from other animals in its species and coordinate with them in mutually
beneficial activities - like hunting in packs. The result is complicated
yet successful behavior. As in any edge-of-chaos process, coadaptation
is most effective when poised on the edge of chaos between too much and
too little structure."
Se også mediation og partnering.
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